TEZENiS lands in Israel, celebrations reach Eilat
The third, young, and accessible brand in the successful Italian fashion group Calzedonia has landed in Israel! Scroll down for all the details.
It all began in Verona in 1986 with the establishment of the Italian fashion group Calzedonia by entrepreneur Sandro Veronesi. As a strong franchise network with over 5,000 stores in dozens of countries worldwide, the group has not rested on its laurels over the years and continues to launch brands. While the veteran and beloved Calzedonia brand offers swimwear, tights, socks, and leisurewear, its mature sister Intimissimi focuses on sexy and luxurious lingerie. However, it is the third sister that joined the family in 2003 that brings the most up-to-date news with its cosmopolitan and trendy profile. From last weekend, it is now available in Israel! Introducing TEZENiS, the younger and more accessible brand that landed in Israel, and we traveled south to Eilat for its arrival.
TEZENiS is a young, dynamic, and trend-driven brand catering to women, men, and children. The basic collections include underwear, pajamas, socks, and related accessories (beach towels, beach bags, jewelry, flip-flops), alongside fashion collections that change and update seasonally to match current trends. These include swimwear, leisurewear, and beach fashion. This approach reflects the brand's dynamism and commitment to staying relevant and updated in the fast fashion market. How updated? So much so that collections are renewed every four months. Thus, TEZENiS ensures its customers have constant, accessible access to updated designs. This brings us to the attractive prices, which are a revelation for the brand's target audience, allowing them to enjoy a vast array of models and styles.
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From the moment you enter the store, your eyes are washed with abundance—a flood of colors, options, patterns, and textures, especially in the swimwear category: animal prints, florals, jungle patterns, plaids, and more, alongside solid models in a very wide range of colors. The bold among us will also find designs in glittering and shiny realms or sequin and stone combinations. However, it was the beachwear items, which come in prints matching the swimwear, that caught our eye. Crop tops with ties, flowing light pants, shorts (in excellent length), and sarongs that you can find in fun prints referencing retro styles: bandana or black-and-white polka dots, leopard, zomba, and fruity. Great (and cheap) fun for all matchy-matchy and total-look beach lovers.
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The first store in Israel, which opened last week at the brand-new Seven Stars Mall in Eilat, appeals to the hearts, style, and pockets of teenagers and young adults, but not only. An entire family can refresh their summer wardrobe there with cool and contemporary items without breaking the bank. Also, regarding the visuals and shopping experience, this is a candy store for the brand's target audience—maximally colorful, stylish, bright, spacious, noisy, and tempting (for purchase), and not by chance. "We are music for the body" is the brand's leading motto, "a symphony of colors and textures. Loud and stylish. Young and free." Therefore, the brand sponsors music festivals (like Coachella), collaborates with famous artists (hello Rita Ora), and even with TV shows discovering new talents.
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This vibe is definitely noticeable when you enter the Eilat store, managed by real estate entrepreneur Asaf Shemesh (43), who manages all the fashion networks of Inter Jeans, Inter Box, and Inter Fashion in the city, and designed by Eliran Alush (37), an architect and interior designer by profession who is also responsible for all the buying for the fashion networks under the Inter Jeans umbrella in Eilat. We managed to catch the two for a tight conversation—they are also life partners and lead an alternative family life to be proud of (but that's a topic for another article).
It seems that in recent months Eilat has been getting back to itself, especially compared to the beginning of the war. From your perspective and activity, how is the situation of commerce, business, and fashion in the city these days?"Eilat was hit hard in sales at the start of the war," Alush says. "The whole country was in a kind of halt, and we were stuck with huge inventories. Around Passover, the market opened, and we began to see a rise. Today, the city is at full capacity! Israeli tourists surround us and love to come to Eilat, even preferring it over a flight abroad with children, in light of all the alerts. The store opened in a very central location in the city—the new Seven Stars Mall, which is on Route 90 in the heart of the tourist area, within walking distance of both the city and the hotels."
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As the network manager in the city, how do you expect the Eilat audience to receive or react to the brand?Shemesh: "TEZENiS is a beloved European network, and our first store in cooperation with the Italians opened in Eilat not by chance. Israelis coming to the city love to spend, buy as much as possible for as little money as possible. And this is the network that will give them exactly that, with a wide range of products for the whole family, with amazing quality at crazy prices! I believe that Israeli tourists, as well as Eilatis, will come and be surprised by the amount of items they can buy for a really small amount of money."
Price ranges - Women: bras from NIS 49.90 to NIS 159.90, panties from NIS 24.90 to NIS 39.90, swimwear from NIS 44.90 to NIS 139.90, basic shirts from NIS 29.90 to NIS 99.90, socks and tights from NIS 9.90 to NIS 44.90 / Men: underwear from NIS 39.90 to NIS 69.90, basic shirts from NIS 39.90 to NIS 79.90, swimwear from NIS 44.90 to NIS 99.90 / Children: underwear from NIS 16.90 to NIS 24.90, clothing from NIS 24.90 to NIS 119.90, swimwear from NIS 29.90 to NIS 79.90.
The writer was a guest of TEZENiS Eilat for the store opening.
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